Pop-up and Connect
Establish a powerful connection with your customers by building out a pop-up shop or pop-up retail location. A unique, interactive experience where people taste, feel and breathe the brand in a 360° experience, TRENDWATCHING.COM has recognized temporary pop-up brand experiences as a hot trend being executed all over the world. Part classroom, part library, part gallery and part retail space, the design of any pop-up is a juxtaposition of the brand communicated through mediums such as design, fragrance, green health, knowledgeable staff and product display. No matter the element, each detail is about expressing the brand.
An inviting and easy-to-navigate environment focusing less on an obvious sales approach and more on conveying the brand in a way that resonates with consumers is important to remember. Done correctly, pop-up brand experiences are an outstanding way to generate both brand awareness and revenue. A well organized pop-up retail event can quickly draw a crowd and generate lasting publicity for a brand and its products. A poorly executed event with staff who aren't knowledgeable about products or a design aesthetic that doesn't represent the brand can do more damage than good for a brand. It can even cause consumers to stop buying products and supporting the brand.
Pop-up Shop ' FAST FACTS
- Design of the store should communicate the brand through decor, fragrance, corporate messaging, knowledgeable staff and product display
- Decor should be used to deliver the unexpected and create unique connections that reflect the brand
- Visitor experience should be more "gallery" than "retail" for maximum brand influence and appreciation
- If objective is CREATING BUZZ and not selling products, 10 days to 2 weeks per location
- If objective is SELLING PRODUCTS, 4 to 6 weeks per location
- RULE OF THUMB: 1:10 when measuring PR and buzz against investment.
- On average, every $200,000 invested equals $2M in market visibility.